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Chapter 16

Designing and Managing


Integrated Marketing
Communications
PowerPoint by Karen E. James
Louisiana State University - Shreveport
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 1 in

Objectives
Learn the major steps in developing an
effective integrated marketing
communications program.
Understand the steps involved in
developing an advertising program.
Learn how companies can exploit the
marketing potential of sales promotion,
public relations, direct marketing, and emarketing.
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 2 in

Marketing Communications
Communications Platforms
Advertising

Public relations

Sales
Promotion

Direct
marketing

Personal selling

2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 3 in

Developing Effective
Marketing Communications
Steps in Marketing Communications
Program Development
Identify target audience
Determine objectives of
communication
Design the message

Establish the budget


Select the marketing
communications mix
Measure results

Select communication
channels

Manage the IMC process

2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 4 in

Developing Effective
Marketing Communications
Step 1: Identifying the target audience
Includes assessing the audiences
perceptions of the company, product, and
competitors company/product image

Step 2: Cognitive, affective, and


behavioral objectives may be set
Step 3: AIDA model guides message
design
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 5 in

Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.

Message content
decisions involve
the selection of
appeal, theme,
idea, or USP
Types of appeals
Rational appeals
Emotional appeals
Moral appeals

To accompany A Framework for

Slide 6 in

Developing Effective
Marketing Communications
Message Design
Content
Structure
Format

One-sided vs.
two-sided
messages
Order of
argument
presentation

Source
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 7 in

Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.

Message format
decisions vary with
the type of media, but
may include:
Graphics, visuals
Headline, copy or
script
Sound effects,
voice qualities
Shape, scent,
texture of package

To accompany A Framework for

Slide 8 in

Developing Effective
Marketing Communications
Message Design
Content
Structure
Format
Source
2003 Prentice Hall, Inc.

Message source
characteristics can
influence attention
and recall
Factors underlying
perceptions of
source credibility:
Expertise
Trustworthiness
Likability

To accompany A Framework for

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Developing Effective
Marketing Communications
Step 4: Selecting Communication
Channels
Personal communication channels
Effectiveness

derives from personalization

and feedback
Several methods of stimulating personal
communication channels exist

Nonpersonal communication channels


Influence

derives from two-step flow-ofcommunication process

2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 10 in

Developing Effective
Marketing Communications
Methods of Stimulating Personal
Communication
Devoting extra effort to influential
individuals or companies
Creating opinion leaders

Developing advertising with


high conversation value
Use viral marketing

Working through influential


community members
Using influential people in
testimonial advertising

Developing word-of-mouth
referral channels
Establishing an electronic
forum

2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 11 in

Developing Effective
Marketing Communications
Step 5: Establishing the Marketing
Communications Budget
Affordability method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method

Step 6: Deciding on the Marketing


Communications Mix
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 12 in

Developing Effective
Marketing Communications
Communications
Mix Selection
Types of
promotional tools
Selection factors
2003 Prentice Hall, Inc.

Advertising
Sales promotion
Public relations
and publicity
Direct marketing
Personal selling

To accompany A Framework for

Slide 13 in

Developing Effective
Marketing Communications
Communications
Mix Selection
Types of
promotional tools
Selection factors
2003 Prentice Hall, Inc.

Consumer vs.
business market
Stage of buyer
readiness
Stage of product
life cycle
Market rank

To accompany A Framework for

Slide 14 in

Developing Effective
Marketing Communications
Step 7: Measure Results
Recognition, recall, attitudes, behavioral
responses

Step 8: Manage the Integrated Marketing


Communications Process
Provides stronger message consistency and
greater sales impact
Improves firms ability to reach right
customers at right time with right message
2003 Prentice Hall, Inc.

To accompany A Framework for

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Developing and Managing the


Advertising Campaign
The Five Ms of
Advertising

Objectives can be
classified by aim:
Inform
Persuade
Remind
Reinforce

Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 16 in

Developing and Managing the


Advertising Campaign
The Five Ms of
Advertising
Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc.

Factors considered
when budget-setting:
Stage of product life
cycle
Market share and
consumer base
Competition and
clutter
Advertising frequency
Product substitutability

To accompany A Framework for

Slide 17 in

Developing and Managing the


Advertising Campaign
The Five Ms of
Advertising
Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc.

Factors considered
when choosing the
advertising message:
Message generation
Message evaluation
and selection
Message execution
Social responsibility
review

To accompany A Framework for

Slide 18 in

Developing and Managing the


Advertising Campaign
The Five Ms of
Advertising
Mission
Money
Message
Media
Measurement
2003 Prentice Hall, Inc.

Developing media
strategy involves:
Deciding on reach,
frequency, and impact
Selecting media and
vehicles
Determining media
timing
Deciding on
geographical media
allocation

To accompany A Framework for

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Developing and Managing the


Advertising Campaign
Major Media Types
Newspapers
Television

Outdoor
Yellow pages

Direct mail
Radio

Newsletters
Brochures

Magazines

Telephone

Internet
2003 Prentice Hall, Inc.

To accompany A Framework for

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Developing and Managing the


Advertising Campaign
Deciding on Media Categories
Target audiences media habits, nature of
the product and message, cost

Media Timing Decisions


Macroscheduling vs. microscheduling
Continuity, concentration, flighting, and
pulsing scheduling options

Deciding on Geographical Allocation


2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 21 in

Developing and Managing the


Advertising Campaign
The Five Ms of
Advertising
Mission
Money

Evaluating
advertising
effectiveness
Communicationeffect research
Sales-effect
research

Message
Media
Measurement
2003 Prentice Hall, Inc.

To accompany A Framework for

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Sales Promotion
Sales promotions are short-term
incentives designed to stimulate
purchase among consumers or trade
Purpose of sales promotion
Attract new triers or brand switchers
Reward loyal customers
Increase repurchase rates
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 23 in

Sales Promotion
Steps in Sales Promotion
Program Development
Establish objectives
Select consumerpromotion tools
Select trade-promotion
tools

Select business- and


sales force promotion
tools
Develop the program
Pretest the program

Implement and evaluate the program


2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 24 in

Sales Promotion
Major Consumer-Promotion Tools
Samples
Coupons
Cash refunds (rebates)
Premiums
Prizes (contests, sweepstakes,
games)
Patronage awards

2003 Prentice Hall, Inc.

Free trials
Product warranties
Tie-in promotions
Cross-promotions
Point-of-purchase displays
and demonstrations

To accompany A Framework for

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Public Relations
Public relations activities promote or
protect the image of a firm or product
Public relations functions:
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 26 in

Public Relations
Marketing Public Relations (MPR)
Plays an important role in
New

product launches
Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems
Building the corporate image

Three Major MPR Decisions


2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 27 in

Public Relations
Major Public Relations Tools
Publications
Events
Sponsorships
News

2003 Prentice Hall, Inc.

Speeches
Public-service
activities
Identity media

To accompany A Framework for

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Direct Marketing
Direct marketing uses consumer-direct
channels to reach and deliver offerings
to consumers without intermediaries.
Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance
of integrated direct marketing efforts.
2003 Prentice Hall, Inc.

To accompany A Framework for

Slide 29 in

Direct Marketing
Major Direct Marketing Tools
Face-to-face selling
Direct mail

Direct-response
TV marketing

Catalog marketing
Telemarketing

Kiosk marketing

2003 Prentice Hall, Inc.

E-marketing

To accompany A Framework for

Slide 30 in

Direct Marketing
Steps in Developing a Direct-Mail
Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results
2003 Prentice Hall, Inc.

To accompany A Framework for

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